We’re excited to have CreatorIQ sponsoring a category at the 2020 Influencer Marketing Awards at Sheraton Grand Park Lane in London. We chat with Kam Zulawski, MD of EMEA at CreatorIQ, about influencer ROI, long-term partnerships and the awards ceremony taking place on March 25.
Firstly, can you tell us a bit about CreatorIQ and what you are doing in the space for those that may not know?CreatorIQ is the influencer marketing SaaS platform of choice for Airbnb, CVS, Disney, Edelman, Mattel, Omnicom, Ralph Lauren, Salesforce, Unilever, and many other global enterprises. We aren’t an influencer marketplace or an agency masquerading as tech, we’re the pure technology system of record behind the world’s largest and most progressive influencer marketing programs.Our platform powers the global programs that are shaping the future of influencer marketing. We believe that transparency and authenticity are both keys to the success of our industry. At our core, we offer our clients the ability to track and scale programs without having to worry about the minutiae and monotony of manually measuring performance and calculating results.We’ve built technology for every part of the influencer marketing workflow – not just discovery, campaign management, and reporting – but also creator onboarding, authentication management, secure contract storage, content approval, automated payouts, and tax management.
We are glad to have you involved in the 2020 Influencer Marketing Awards. Why do you think events like these are so important for this ever-changing industry?It’s enormously important to have opportunities like this to showcase what is happening in the industry. It gives us a platform to share best practices with our peers, co-ideate with influencer marketing experts from brands and agencies, and collectively push the influencer marketing envelope outward. Awards are also a chance to celebrate the advancements made in the space and they help codify and legitimise to curious marketers on the outside looking in.
You are sponsoring the Most Effective Campaign for ROI category. Proving the ROI of influencer marketing can be challenging – what ways can brands transparently measure campaign ROI?There is more emphasis than ever on proving the “true ROI” of influencer campaigns. Progressive marketers are moving away in droves from vanity metrics like follower counts, comments, and likes, which can be faked and inflated. And the social platforms themselves are pushing influencer marketers toward lower-funnel measurement with many of their recent feature advancements.For example, throughout 2019, Instagram has:
- Expanded their test, which removes likes from the Instagram app’s interface globally
- Launched new branded content ad products that amplify creator content
- Rolled out new shoppable content tags and further internalised the checkout process
- Reach (eCPM)
- Clicks (eCPC)
- Views (eCPV)
- Conversions (eCPA)
In your opinion, what ways can you start to prove the ROI in long-term relationships?The way that influencer marketers should measure long-term (“evergreen”) campaign ROI is the same way they might measure short-term returns:
- Establish to what “grain” they’d like to attribute metrics: campaign-level, creator-level, or post-level
- Prepare tracking technologies to inform the user journey: shortlink vendors, tagged link schemas (UTMs), pixels, CMS integrations, and web analytics goals
- Work with an influencer marketing platform that integrates with the selected attribution technologies alongside campaign and social media performance data
- Denote a “conversion” – what are the events that mean success to your business?
- Ingest the true dollar outcome of your direct response influencer marketing efforts
There is also a back half to measurement: optimisation.
- Find correlations between traffic or conversion volume and campaign decisions √ creative, engagements, audience type, talent type, campaign structure, etc.
- Tie “effective” value metrics to these abstract variables based on their impact on revenue
- Let potential for ROAS drive campaign manager decisions